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The
film, “7 km da Gerusalemme” (Seven Kilometers from Jerusalem) is about an advertising
executive who, while in the midst of a mid-life crisis, makes a pilgrimage to
the Holy Land looking for answers. Naturally, he meets Jesus and offers him a
ride in his Jeep. It’s hot in the desert, so he offers Jesus a Coke, which is
accepted and consumed enthusiastically. As Jesus is enjoying his cold soft
drink, the ad exec exclaims, “What a testimonial!”
Coca-Cola
demanded that the scene be cut because of the possible negative image it might
give the brand. I’m not sure I understand this. I don’t think the issue here is
blasphemy or disrespect, as the film is reportedly well-received by the Vatican. And the way I see it, if Jesus doesn’t drink
a Coke, he’s going to drink a Pepsi. Need I remind us of a certain Extra
Terrestrial who enjoyed Reese’s Pieces instead of M&M’s? I’m just sayin’.
I
do feel that in some movies, product placement goes a bit overboard. But
Coca-Cola has been recently placed in several movies, including “Ghost Rider”
(the plot of which deals largely with Satan)
and “Norbit” (the plot of which sucks).
So,
when and where to be discerning? What is brand-right when it comes to product
placement? Sometimes, products are so frequently placed everywhere on TV and in
movies that it seems as if it has less to do with strategy and more to do with
air time and who has the cash to spend. I’m no expert, but If I were Coca-Cola,
I would much rather see Jesus enjoying my product than Eddie Murphy in a
fat-woman suit guzzling it down. I’m just sayin’.
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